porsche strategic markeing analysis (updated)
TRANSCRIPT
Engineered for Magic: Everyday The Professional Speaker - Project #3: Sales Training Speech
May 11, 2016
Porsche Brand IdentityWhat do we sell?
High Quality
High Price
Low Price
Low
Qua
lity
Porsche Positioning
High Quality
High Price
Low Price
Low
Qua
lity
Porsche Positioning High-priced High-quality Exclusive sports cars
Marketing Segmentation
Porsche Market
Elitists
Bon VivantsFantasists
Proud Patrons
Top Guns
Everyday Users
Everyday Users
Enjoys sporty car for
daily use
Women, younger
drivers etc.
Performance Focused
VS.
• Bluetooth
• Navigation Systems
• Cup Holders
• Creature Comforts
American Consumer Valued Features
• PDK:Porsche Dopplekupplung?
• PSK:Stability Management
• Launch Control
Advertised Features
Engineered for magic.Every day.
• Marketing the practicality of Porsche
• Targeting consumer values
• Breaking from traditional performance-driven advertising
Consumer Focused
Magic Marketing Mix4 P’s of Selling the Magic
Magic Marketing
Mix
Magic Marketing Mix
PPRAC
TICALITY
PPRESTIGE
PPR
OD
UC
T
PPREDICTABILITY
Porsche Performance ProjectionsEngineered for Everyday Impact
Strategy 2018
Increase customer enthusiasm
Excellent employer and
business partner
Return on capital 21% Return on sales 15%
Sales of 200,000 cars
Strategy 2018
Increase customer enthusiasm
Excellent employer and
business partner
Return on capital 21% Return on sales 15%
Sales of 200,000 cars Goal: World's leading exclusive sports car manufacturer
Increase customer
enthusiasm
Excellent employer and business
partner
Return on capital 21%
Return on sales 15%
Sales of 200,000
cars
2015: Record breaking year
• 225,121 unit sales
• First year in Porsche history with sales over 200,000 units
• $21.5 billion in revenue
• $6 billion in profit
Strategy 2018
Increase customer
enthusiasm
Excellent employer and business
partner
Return on capital 21%
Return on sales 15%
Sales of 200,000
cars
Value-creating growth
Value-creating Growth
• Increase market share-double sales by 2018
• Porsche Pure-remain true to Porsche brand
• Value creating-growth, not growth at all cost
Strategy 2018
Marketing Impact Porsche World-wide Annual Sales
911Boxster/CaymanCayennePanamera918 SpyderMacan
Porsche World-wide Model SalesMarketing Impact
KEYNOTE BY APPLE
DESIGNED WITH
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